Tenerife Tourism Board

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Case Study

The Tourism Board of Tenerife in the Canary Islands enlisted Traktek Partners to launch public awareness campaign to educate US travelers on the Island of Tenerife and establish the official North American office of representation for the Canary Islands tourism bureau to serve travel agents and consumers. Traktek conceptualized the “Adventure On Tenerife” campaign to position the destination as a luxury alternative to other tropical destinations and performed a multi-faceted campaign that included performing outreach to tour operators and cruise lines to add itineraries to the Canary Islands to their product portfolio, creating and managing a media plan for North America, conducting weekly webinars for travel agents, and coordinating familiarization (FAM) trips for qualified agents. In addition, Traktek designed and built a responsive microsite targeting North American travelers to educate them on the highlights of this island destination.

Results

Achieved record level 37% year-over-year growth in traveler volume from North America

Secured commitment from 7 national tour operators to work with airlines to establish direct flights to Tenerife from the East coast

Multi-year nomination as the North American office of representation

Created an initial database of thousands of US consumers who are interested in traveling to Tenerife and the Canary Islands

Won Horizons Awards and Magellan for Tenerife microsite

Achieved largest growth search volume among all worldwide destinations according to Trip Advisor and won Trip Advisor 2015 Travelers Choice Award